Getting over 11 million hits of an official music video on Youtube and Vevo is not typically a unique accomplishment nowadays. But for a Latin act, notching those numbers in barely a month - its not only rare but a notable achievement.
In the case of reggaetón star Don Omar, the 11 million views—and counting--garnered by the music video of “Danza Kuduro” in the 40 days since its release obey both to fan reaction and careful planning. The video’s premiere, on Vevo, was preceded by a warm-up campaign that included the release of three, 30-second trailers uploaded to Don Omar’s official facebook page (over 900,000 likes). Don Omar also updated followers on his twitter - which has 43,000 followers, a far less spectacular number - and put up links on his official webpage generating expectation around the release.
Label Machete Records, part of Universal Music Latin Entertainment, premiered “Danza Kuduro” on Vevo the same day the video and single were made available for sale in iTunes and the same day it was released to radio stations internationally. At one point, “Danza Kuduro” was the third most viewed video of the month in all categories according to youtube charts.
“Danza Kuduro” is currently at No. 6 on the Hot Latin Songs chart and at No. 7 on the Latin Digital Songs chart. A second single, “Hooka,” is at No. 10 on the digital songs chart.
“Keep in mind that for the most part, the song’s story is barely beginning,” says Don Omar label manager Miguel Lua. Don Omar’s new album, “Meet the Orphans,” is due out in early November.